Conspiracy theory time.

A few years ago, reports surfaced that Toyota was interested in adding the Suzuki Jimny to its growing list of rebadged models. After all, the partnership with had already produced the Glanza, Urban Cruiser, and several other badge-engineered vehicles across different markets.

But when it came to the Jimny, Suzuki reportedly (and politely) declined.

Fair enough. If there's one Suzuki worth keeping to themselves, it's the Jimny. Then about a year later, Toyota unveiled the Land Cruiser FJ, and one ridiculous thought popped in my head.

So… this is Toyota’s response?

I’m not saying that the FJ is Toyota's revenge project. Far from it, as the compact frame-based 4x4 SUV project started a year before the Suzuki Jimny rebadge reports came out. But if you wanted to imagine a fictional boardroom conversation that ended with, "Fine. We'll build our own," the Land Cruiser FJ certainly fuels that fantasy.

Here’s a bit of trivia: the original "FJ" designation dates back to Toyota's earliest four-wheel drives. While most people associate it with the iconic FJ40, the "FJ" prefix itself came from Toyota's early "Foreign Jeep" naming convention. It was an era when Toyota was building military-type utility vehicles based on the Willys Jeep formula, before eventually creating its own identity with the Land Cruiser moniker. 

Fast forward to today, and the Land Cruiser FJ feels like Toyota is revisiting that philosophy. As it always does, the internet has been quick to bash Toyota. They did, after all, stick a Land Cruiser badge on a vehicle that basically looks more like a Tamaraw in SUV form. And honestly, I understand where people are coming from. It’s built in the same platform, it has that upright body, and squared-off profile that screams function over fashion, but that's where the similarities end.

Most people also look at the Land Cruiser FJ as the successor of the FJ Cruiser - but the new FJ looks more like a lite version of the LC70; especially now that we’ve laid our eyes on the entry-level TX variant.

With steel wheels, black bumpers, chunky all terrain tires, and the lack of style enhancements like step boards and roof rails, the Land Cruiser FJ looks the part as a vehicle that could carry aid workers to flood-stricken villages, bouncing across roads where Google Maps would just wish you luck. It looks ready to report for duty wearing a white paint job with giant UN, UNICEF, or Red Cross logos on the doors.

In terms of 4x4 tools, the LC FJ is also quite robust with its part-time 4WD system with rear diff locks, hill descent control, and the trick 2nd Start mode to get out of soft sand, mud, or snow easier. This has the walk to match the talk.

The general cockpit layout feels durable, practical, and ergonomic. Sure, interior plastics are very much present, but I get the point as to why – it would be an easier clean up job when the cabin gets stained with mud or dust from the trails.

The Land Cruiser FJ one-ups the bigger LC70 when it comes to features inside. It’s far from being a rolling smartphone with functions buried on submenus, but it’s refreshing to look at physical buttons and controls again. Even in the TX variant, you get a similar digital instrument cluster to the mid-spec models of the new Hilux, an 8-inch touchscreen with wireless Apple CarPlay and Android Auto, dual zone climate control, plus leather seats.

Toyota carved out just enough space inside for five individuals with the FJ’s shortened IMV platform, with theatre-style seats at the back for a better sense of spaciousness and a better view to the front. The second row seats also slide and recline, much like the Fortuner.

Speaking of which, that is another main concern for buyers. Since the Land Cruiser FJ has a shortened Fortuner / Hilux platform, should we expect similar road manners?

Well, it’s not a million miles removed from the driving experience of a Hilux or Fortuner when it comes to the controls (steering, pedal, brake feel) and NVH, but it’s surprisingly better at soaking up road imperfections with its softer suspension setup. You’ll notice a bit more lean in the corners with the tall ride height, but it still keeps a degree of composure over dips and crests.

Now, on to another aspect where the Land Cruiser FJ is heavily criticized – the engine. It runs the 2.7-liter 2TR-FE with 166 PS and 245 Nm of torque, paired to a 6-speed automatic transmission.

There’s no beating around the bush – this is probably the most glaring nerf job Toyota did in not making the Land Cruiser FJ too performative. But in a business sense, it’s understandable. Had they dropped the 2.8-liter 1GD-FTV turbodiesel here, they would have essentially created a Fortuner-killer.

With a shorter, more rugged, and arguably cooler-looking 4x4 with the same heart as Toyota’s bread-and-butter model, the Land Cruiser FJ would certainly siphon sales away from the Fortuner. There is a good portion of Fortuner customers that buy it to go off-road, but could do without the third row. That’s what the FJ offers.

The 2TR-FE, on the other hand, may be down on torque compared to the turbodiesels, but it's one of the most reliable engines on the planet with its simple cast-iron architecture, so it will be an asset for the Land Cruiser FJ and for owners in the long run.

On city speeds, the Land Cruiser FJ actually feels light on its feet, as the naturally aspirated 2TR-FE engine and the 6-speed A/T complement each other, ensuring you’re in the right cruising gear to maximize fuel efficiency. But when swift acceleration is needed for overtaking, that’s where you’ll find yourself wanting a bit more grunt out of the engine.

Drive it with a light foot, and the LC FJ will be less punishing at the pumps than the FJ Cruiser with its thirsty 4.0L v6. During our drive, we saw around 7 to 8 km/L in city traffic—which, interestingly enough, is about what many diesel ladder-frame 4x4 SUVs manage anyway. A longer time with the SUV and more kilometers on the clock should give us a clearer impression.

The current market is obsessed with hybrid efficiency, software-driven tech, and all those digital gimmicks. Naturally, when you make a vehicle that does not conform to those and costs north of PHP 2.2 million, the internet judges will always have something to say.

The Land Cruiser FJ will be non-performative if you gauge it in the same standards as an efficient everyday car or a vehicle that would light up sales charts. But for 4x4 enthusiasts who seek for vehicles equipped to survive the trail and endure, the Land Cruiser FJ has the tools to earn its stripes, and then some.

That’s probably the biggest compliment I can give the FJ for now. It wants to channel the Land Cruiser 70’s essence in a smaller footprint and a (somewhat) more attainable price. The Land Cruiser FJ feels like it was designed to survive first and impress later.

Toyota says the new FJ stands for “Freedom and Joy”. But after driving it, I have a few better suggestions.

Forget Judgment. Fully Justified. Or if you still believe the conspiracy theory…

Friendly Jab.